Australian Fashion Week through my lense

From a general viewers perspective attending fashion week seems glamorous, the anticipation, coveted shows and of course the personalities in attendance make this a pretty exciting experience.

From far things might not be clear for those who love to browse global fashion happenings on their mobiles, but as a blogger currently based in Sydney I have being asked a few times what Australian Fashion Week is like, there is room for comparisons after having being present at a few fashion weeks around the globe with NY, Paris, Tokyo and some smaller shows on my list. Having attended Australia fashion week for a second time, now with a more complete vision about the event down under, I think I can provide some insight with readers curious about a foreign persons perspective.

I already shared a brief recap of the event along with memories from the shows I attended ( you can see it here) But I also know that when you land on a blog you’re looking for that personal element, right? So I’ll share with you my personal but always objective views and impressions of how fashion week Australia looks and feels like from a blogger’s perspective.

Beyond the shows, the stylish outfits and the insta moments that make everything look larger than life, for those hunting fresh content and a vision there is a bit of work involve. See, when you’re not a tv celebrity, glorified it girl, or top fashion blogger who has a team of 7 behind her, you gotta make your way in, then keep your eyes wide open to catch information, edit your material and work on content. Its not about how well dressed you showed up, your seat means something when you have press credentials, it means you’re there to support the industry…or if you’re less indulgent to provide an insight.

Yes, MBFWA can be pretty glamorous, interesting and rich in fresh proposals, but unlike other fashion venues like NY its a quiet epicenter, the number of international media is considerably reduced, and general audience is local, being a more “In the house event”. If you are attending from overseas there are few chances to enter multiple events to justify your trip if you’re a freelancer, different if you’re a correspondant from a major magazine. I recommend either applying as a photographer or make sure to contact in advance the PR agencies to ensure a few more invites to shows.

If you get approved invites start to arrive, however most likely you’d have to contact PR agencies if you want to secure a few more shows. Apart from local personalities, major publications, and SPONSORS, MBFWA focuses on buyers, so there are other attendees who are considered priorities over general media attendees.

Be careful with what you want, even if you can make it to most shows there is’nt enough caffeine to help you keep up with this, in the past I’ve ended up torturing my feet needlessly after long hours of waiting, standing around and queuing up…and then overwhelmed by all the editing work. With time I’ve learnt that there is no need to be present at all events, not unless you’re a major magazine editor.

But if you have lots of energy to get into more shows, there are still chances for someone without an invite but with credentials to get in, basically by asking personally at the desk of the brand’s PR if there is standing room available. Obviously there may be a few seats available from people who didn’t show up, and truth is someone who is supposed to be standing can end up seated even up to the second row.

DAY ONE – My schedule started on monday afternoon. .at this time of the year light vanishes soon, no time or good lighting for an outfit post, just a quick snap for insta, and right to the show, first stop the AJE

As you probably noticed, seasonality influences Australian Fashion Week, and IMG organisers worked on substantial changes this year in a strategic move by targeting resort collections and moving the event to May to align with the rest of the globe and ensure a more convenient timing for its market. So although aussie designers are very gifted and there is an universe of diversity like we’ve seen in previous years, in 2016 the fashion seen at MBFWA was a bit more homogeneous, to be more precise – resort was taken literally…but still inspiring and trendsetting.

There are a few misconceptions about street style in Australia, common belief being that it is a very practical and effortless style, which is true to some extent, but there is a bit more. Being multicultural there is a rich diversity of styles, but obviously If you’re from overseas seeing a report on Vogue or Bazaar you will be seeing what editors want to show you, – local trendsetters wearing in advance what designers will be showing next season. Regarding the general attendees, we see a striking sense of style, not so outrageous as what you normally see at NY but yes you’ll see a bit of everything from casual and effortless to bold and daring. SEE A QUICK STREET STYLE FROM MBFWA REPORT HERE

More than just attending to be seen, a good idea is attending to see, listen and make contacts. Other highlights during the schedule were the seminars, conducted by influencial women in the fashion industry who provided a few hints about their vision and the business. One such event was the Ragtrader seminar conducted by Assia Benmedjdoub which had the presence of Matchesfashion.com buying director Natalie Kingham, stylist and style icon Catherine Baba, and Bergdorf Goodman buyer Aisha Bennett who gave their impressions about how designers should adjust to consumers new habits and needs rather than traditional season based collections.

Then then uncanny swimwear and summer collections, I’ll show you these later on the blog in a Beach trend report. The day ending with the Ten Pieces show,…which was literally about ten pieces on stage..

A video posted by Trends Vip (@scarlett_vargas07) on May 19, 2016 at 6:49pm PDT

Oh yes, the outfit again, always a matter of consideration, for my last and longer day I wanted the drama of contrast but wth ease, Minty Meets Munt was my choice for this special day, nothing makes you feel like a powerful woman quite like a maxi coat carried as a cape…along with a stylish jumpsuit

During MBFW Australia locals and visitors alike were delighted by the best of established and emerging design in the country, but the lineage of a legendary name was also eagerly anticipated, Oscar De La Renta was indeed a remarkable closing event for such a memorable week.

Although the prestigious designer is no longer among us his work gained him global recognition and acclaim, today his legacy prevails thanks to Peter Copping’s vision and taste who amazed the attendees with exquisite creations echoing the always sophisticated and timeless aesthetic that consolidated Oscar De La Renta’s signature. SEE FULL POST HERE

Fashion week is no longer a matter of major publications and that small circle of elite insiders, editors, experts, stylists and the like, it has in fact turned into a popular phenomenum…as there is no need to wait until magazines get printed to see what was on stage, in big part thanks to bloggers….but there are bloggers and bloggers,

There are those who attend fashion week, supporting a designer or endorsing a brand, their report/experience is based on what they did with that label. Others attend with the aim to cover or report objectively about what they saw with a further view sometimes better than some magazines. And there are those who attend events simply as fans of fashion, concentrating on the experience itself rather than having a particular agenda.

Time will show how this relationship will stay relevant as fashion weeks also experience changes, in the meantime the audience have to learn and identify there should be substance beyond the outfits, and a more solid work that justify the access to any major event.

For those who are starting – is good to provide attention to key aspects, make the most of what you have at reach, capture and make good and fair judgement of what you see and be reciprocal to those who had the generosity to invite you …..don’t forget have fun!

4 Comments

I’ve only attended fashion weeks in London, but it seems like fashion week in Australia isn’t too far from it. As a blogger myself, there are plenty of aspects of these events that I don’t particularly enjoy.

Nevertheless, it’s a great way to see a well curated preview of coming collections and trends.